Best Multi-touch Attribution Tools for 2024

Multi-touch attribution (MTA) is a tool used to assess and allocate credit to the different touchpoints a customer encounters on their path to a conversion. Unlike traditional models that credit a single interaction, such as the last click, MTA recognizes that modern customer journeys are complex and involve multiple channels and interactions.

According to recent studies, businesses that utilize advanced multi-touch attribution (MTA) tools have experienced a significant increase in ROI, with some reporting improvements of up to 30%.

However, with a multitude of channels, touchpoints, and customer interactions, attributing success to the correct marketing efforts has become more complex than ever. In this blog, we explore the top multi-touch attribution tools available in 2024, providing you with the knowledge to navigate the complex and constantly evolving digital marketing landscape.

Top Multi-touch Attribution Tools

1) Lifesight

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Lifesight is a unified marketing measurement platform created for today’s marketers. It offers a comprehensive range of features, enabling businesses to make data-driven marketing decisions in an era focused on privacy.

The platform stands out in the market because of its ability to incorporate four critical marketing measurement methods within a single platform. These include multi-touch attribution (MTA), marketing mix modeling (MMM), incrementality experiments, and causal AI. This combination allows marketers to gain a holistic view of their marketing efforts, optimizing strategies across various channels and touchpoints efficiently.

Key features and benefits:

• It integrates data from various sources, such as digital ads, social media, CRM systems, and offline channels.
• Attributes conversions across multiple touchpoints in the customer journey.
• Offers insight into the contribution of each channel and campaign.
• Processes data in real time, providing up-to-date attribution insights.
• Employs advanced algorithms and machine learning to accurately attribute credit.
• It tracks customer interactions across multiple devices, providing a unified view of the customer journey.
• Utilizes predictive analytics to predict future customer behavior and marketing performance.
• The cloud-based platform ensures accessibility from anywhere and facilitates collaboration.

Pricing: Plans are available upon request.

Why Choose Lifesight?

Lifesight’s platform offers an in-depth overview of marketing efforts, including both online and offline channels, to enable a unified marketing strategy. It is designed for non-technical users, and the platform is user-friendly, with no-code integrations and automated processes.

2) Rockerbox

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Rockerbox enables marketers to simplify the complexity of customer journeys by leveraging advanced data analytics and attribution modeling.

Key features and benefits

• Accurate attribution insights offer an in-depth understanding of how every single marketing touchpoint influences customer purchase decisions thus enabling allocation of credit to each channel.
• Helps marketers identify high-performing channels and thus maximize return on investment (ROI) for each channel.
• It enables marketers to assess the effectiveness of each of their marketing channels and fine-tune efforts accordingly.
• Enables businesses to create more personalized and targeted marketing campaigns that better resonate with their audience.

Pricing: They have two plans – Rockerbox Free and Rockerbox Starter (for Shopify).

Why Choose Rockerbox?

Rockerbox is a valuable choice for those seeking comprehensive insights into their marketing efforts. It stands out for its ability to provide a holistic view of the customer journey and marketing performance, integrating with numerous platforms for wide-ranging data collection. Users appreciate its potential to drive positive Return on Ad Spend (ROAS) and understand the interplay of different marketing channels. However, it’s worth noting that there are mixed reviews on ease of setup and support, which should be considered.

3) Triple Whale

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Triple Whale is an eCommerce analytics and data platform mainly for direct-to-consumer Shopify brands.

Key features and benefits:

• Highly customizable dashboard
• Real-time financial reporting
• Daily profit tracking
• Customer product journeys
• Paid marketing attribution pixel
• Channel-specific analytics (email, SMS, etc.)
• Predictive analysis

Pricing: It offers 3 plans; free, growth and pro. Also, all prices are based on a combination of your eCommerce store’s annual revenue and the package you choose.

Why choose Triple Whale?

One of the best things about Triple Whale is that it brings all of your eCommerce data into one place that is simple to use. Also, their dashboard has a very sleek design that can be customized as much as you would like. However, based on the reviews the product is not very cost-effective for smaller brands and agencies.

4) Northbeam

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Northbeam is a marketing intelligence solution that helps businesses grow by optimizing their marketing costs through multi-touch attribution and media mix modeling.

Key features and benefits:

• Northbeam uses machine learning to offer cross-channel attribution, full-funnel analytics, and creative analytics through dashboards.
• Includes customer-level insights, offering detailed breakdowns for informed decision-making.
• Provides geo insights, which are crucial for location-based marketing strategies.
• Optional hourly data processing.
• Customizable omni-channel reporting.

Pricing: It has a tiered pricing model that includes a starter pack for early-stage brands, professional for growing brands, and enterprise for sophisticated brands that need expert guidance.

Why choose Northbeam?

Northbeam helps you see how your marketing is doing across all channels and for specific ads. It offers consistent and accurate data. However, they don’t offer 24/7 support to smaller businesses and that can become a challenge as integration often requires support.

5) AppsFlyer

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Specially designed for mobile apps, AppsFlyer enables marketers to attribute their app installs both for iOS and Android, to touch points across the web. It also helps measure web-to-app journeys.

Key features and benefits

• AppsFlyer gives complete visibility on your paid, offline, owned, and in-app data across all channels (mobile, web, CTV) giving detailed insights into the real value of every campaign.
• It helps marketers optimize campaigns and attribute conversions to the channels (app stores, Facebook, Google Ads, TV, email, or organic traffic) they are promoting their product on.
• Self-serve integrations and customizable attribution settings.
• Incrementality and predictive analytics.

Pricing: AppsFlyer employs a tiered pricing strategy based on monthly conversion tracking. The Basic plan is free for up to 10,000 conversions monthly. For more than 10,000 conversions, AppsFlyer offers customized Cloud, Enterprise, and Premium plans.

Why Choose Appsflyer?

AppsFlyer is highly recommended for its robust mobile attribution capabilities, offering effective tracking and analytics for mobile app marketing. It stands out for its user-friendly dashboard, scalability, and strong fraud protection measures. The tool also provides valuable insights for user engagement through push notifications and in-app messages. However, potential users should be aware of occasional reporting inaccuracies, the need for dashboard customization at an additional cost, and complexities in setting up specific tracking features. Overall, AppsFlyer is suitable for those seeking comprehensive marketing analysis and attribution tools, albeit with a learning curve for some features.

6) Adobe Analytics

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Adobe needs no introduction. Adobe Analytics is a great attribution tool more so if you are already a part of the Adobe ecosystem. With advanced statistics and machine learning capabilities, the platform gives insights into the complete customer journey from their first touch point to what leads to their conversion.

Key features and benefits

• In-Depth Web Analysis: Comprehensive examination of website performance and user interactions.
• Holistic View of Customer Journey: Integration of all digital data touchpoints to create a complete picture of the customer’s path.
• Attribution Across Channels: Accurate attribution for various channels, including paid, organic, and owned media.
• Predictive Analytics: Utilization of AI and ML to uncover hidden opportunities and forecast future trends.
• Attribution AI by Adobe: Advanced technology to accurately allocate credit to each marketing investment, ensuring effective resource utilization.

Pricing: Each business is different and so is their attribution approach. Adobe Analytics provides a custom based on your traffic levels and requirements and they offer a tiered model: Select, Prime, and Ultimate.

Why Choose Adobe Analytics?

Adobe Analytics is an optimal choice for enterprises seeking in-depth data analysis, particularly those already utilizing other Adobe products. Its strengths lie in handling large data sets, customizable dashboards, and seamless integration with various digital marketing tools. However, users should be prepared for a steep learning curve and less visual functionality compared to other platforms. Ideal for comprehensive digital analytics, Adobe Analytics is best suited for users who require detailed insights and have the expertise to navigate its complex features.

7)Adjust

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Adjust is a marketing attribution tool that helps track customer journeys via their mobile app. With easy-to-understand and actionable data insights, marketers can find the most profitable channels and drive more sales by putting in more effort.

Key features and benefits

• Adjust gives granular visibility into which ads led to which conversions, and also the ad creatives that your users saw.
• The platform also has an in-built anti-fraud system to ensure that the data and budget are safe and never misrepresented.
• Adjust can easily integrate directly with over 2,000 advertising partners which means marketers can easily set up and start capturing campaign data.

Pricing: Adjust allows you to pay for only what you use. Volume is their unique, scalable pricing approach. They also provide a free base plan with 1500 monthly attributions. The best part: there are no hidden fees.

Why choose Adjust?

Adjust is a valuable tool for mobile marketing, renowned for its accurate attribution tracking and fraud prevention capabilities. It offers a clear and user-friendly interface, making it easy to monitor and analyze app performance. The tool is also appreciated for its real-time analytics and comprehensive reporting features. However, some users find the setup and integration process a bit complex. Adjust is particularly suitable for businesses looking to gain detailed insights into their mobile app’s user engagement and marketing effectiveness.

8) Ruler Analytics

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The Ruler Analytics marketing attribution tool is yet another tool that tracks the customer journey at the visitor level on a first-party basis.

Key features and benefits

• Ruler Analytics offers a plethora of features that provide valuable insight into the ROI of marketing spend and marketing performance.
• Marketing attribution: The tool attributes revenue to back the marketing source and touchpoints that played a role in converting leads into deals.
• Marketing mix modeling: By leveraging machine learning Ruler Analytics determines the impact of invisible touch points such as TV, ad impressions, and radio without click data.
• Data-driven attribution: Combining dynamic data with mathematical modeling Ruler helps determine how different marketing activities collectively impact conversions and revenue.
• Predictive analytics: Predicts future business outcomes by analyzing historical data through statistical models and machine learning.

Pricing: Ruler offers both monthly and annual plans. Their plans start from 179 pounds targeted for small businesses and go up to 999 pounds per month for large businesses. One can save up to 10% by signing up for annual deals.

Why choose Ruler Analytics?

Ruler Analytics is praised for its ability to track customer journeys and attribute sales accurately to marketing channels. Users appreciate its detailed analytics, which helps in understanding the impact of marketing efforts on sales and conversions. The tool is also commended for its ease of use and customer support. However, some users mention a learning curve and the need for initial setup assistance. Overall, Ruler Analytics is suitable for businesses seeking detailed insights into how their marketing strategies translate into tangible results.

9) Google Attribution

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Google Attribution is a part of the Google Analytics ecosystem. It provides additional insight into Google Ads performance and is available to all advertisers for free.

Key features and benefits

• The biggest drawback of Google Analytics was the fact that it assigned credit to the last channel a customer used before conversion and ignored all channels before that. Google attribution aims to solve this major flaw.
• Google attribution offers several models such as first-click attribution, last-click attribution, linear attribution, time decay attribution, position-based, data-driven, and more.
• Central dashboard for attribution including traffic, location, and campaign analytics.
• Google’s data-driven attribution analyses all marketing touchpoints considering factors such as the number of ad interactions, devices used, etc.
• It helps understand multi-click and multi-channel journeys in a way that’s impossible to do manually.
• With Google Attribution marketers can make data-driven smart decisions on their marketing channel spending and ad targeting.

Pricing: All Google attribution models are available to Google Analytics users at no additional cost.

Why Choose Google Attribution?

Google Attribution is highly regarded for its comprehensive and user-friendly analytics capabilities. It excels in providing detailed insights into website traffic and user behavior, helping businesses understand the impact of their online marketing strategies. Its integration with various Google services, like AdWords and Search Console, offers a seamless experience. However, some users find its advanced features to be complex and require a learning curve.

10) HubSpot Attribution

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HubSpot has not only established itself as a sales and marketing automation leader but is also revolutionizing the attribution space. HubSpot Attribution streamlines the tracking, analyzing, and optimizing of marketing campaigns.

Key features and benefits

• Connects CRM and marketing data, enabling marketers to credit different touchpoints at every stage of the customer journey.
• A powerful suite featuring a marketing lead database, lead capture, segmentation tools, omnichannel marketing automation, and efficient pipeline management.
• The attribution reporting feature helps identify which specific channels are generating revenue.
• Integrates with various platforms like Eventbrite, Drift, Slack, Zapier, Mailchimp, Salesforce, Shopify, and more.

Pricing: The flipside is the pricing. HubSpot Attribution is a part of the HubSpot Enterprise plan starting at $2,400 per month.

Why choose Hubspot?

HubSpot’s attribution tool is praised for its integration within the HubSpot ecosystem, providing seamless tracking of customer interactions across various channels. It’s appreciated for its ability to link marketing efforts to revenue generation, offering clear insights into TOI. Users find its interface user-friendly, though some note a learning curve. Ideal for businesses using multiple HubSpot tools, it’s a great option for those looking to consolidate marketing, sales, and attribution data in one platform.

11) Adroll

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Adroll offers a free suite of powerful cross-channel attribution tools to effectively monitor and optimize all marketing campaigns in a single place.

Key features and benefits

• Unified view and insights of top channels, events, and devices customers interact with along their customer journey.
• Data driven insights enable marketers to identify new opportunities and optimize conversion paths across locations, devices, audience segments, and campaigns.
• Granular insights.

Pricing: They provide a customized quote on request.

Why choose Adroll?

Adroll is recognized for its effectiveness in retargeting and advertising campaigns, particularly in reaching specific audiences. It offers an intuitive user interface and seamless integration with various platforms, enhancing its usability. Users appreciate its detailed analytics and reporting capabilities. However, there are some concerns regarding customer service and the complexity of pricing structures.

12) Onclusive

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Onclusive is the perfect marketing attribution tool for businesses investing heavily in PR. Their tool enables marketers to measure the full impact of earned, owned, and social media content. It goes beyond monitoring mere brand mentions and getting insights on how marketers can amplify and optimize their media mentions to grow their visibility.

Key features and benefits

• Offers three modules within ‘Measurement tools’ – media analytics platform, media impact analysis, campaign, and brand evaluation.
• Media analytics platform enables marketers to measure the performance of communications across all channels with smart analytics dashboards and PR attribution tools.
• Media impact analysis evaluates the impact of all activities done for media relations.
• Campaign and brand evaluation provides automated insights on the tone of coverage, content validation, and identifying and predicting conversations that are making an impact.

Pricing: They offer a tiered pricing model that is based on the number of users and the level of features. The pricing is available on request.

Why choose Onclusive?

Inclusive is known for its advanced PR and media monitoring capabilities. It offers comprehensive media analysis and insights, helping businesses understand the impact of their PR efforts. Users appreciate its ability to track media coverage across various platforms and provide detailed analytics. However, some users mention a learning curve in utilizing its full range of features.

Criteria for Choosing MTA Tool

When selecting the best Multi-Touch Attribution (MTA) tools, it’s essential to consider a set of criteria that align with your marketing goals and organizational needs. Here are some key criteria to keep in mind:

1. Accuracy and Reliability: The tool should accurately track and attribute conversions across various channels and touchpoints. Look for tools that minimize data discrepancies and provide reliable, consistent metrics.
2. Integration Capabilities: Ensure the tool can seamlessly integrate with your existing marketing stack, including CRM systems, advertising platforms, analytics tools, and more. Smooth integration is vital for accurate data collection and attribution.
3. Flexibility in Attribution Models: It should offer various attribution models (such as linear, time-decay, position-based, etc.) and allow for customization to match your unique business model and customer journey.
4. Actionable Insights and Reporting: Look for tools that not only gather data but also translate it into actionable insights. Comprehensive reporting features that allow you to visualize and understand the impact of your marketing efforts are essential.
5. Compliance and Privacy: It must comply with data privacy regulations like GDPR and CCPA. Ensure it respects user privacy and ethically manages data.
6. Customer Support and Training: Good customer support, including training materials, user guides, and responsive customer service, is crucial for troubleshooting and getting the most out of the tool.
7. Vendor Reputation and Reviews: Research the tool’s provider, looking into their market reputation, customer reviews, and case studies. This can give insight into the tool’s performance and reliability.
8. Trial Periods and Demos: If possible, opt for tools that offer a trial period or demo. This allows you to test the tool’s compatibility with your needs before making a long-term commitment.

Final Thoughts

Multi-touch attribution certainly presents a better understanding of the customer journey and also enables simplifying it no matter how complex customer journeys may seem. With MTA, marketers no longer have to grapple with sifting through data from one channel to another to determine which channel is driving results. MTA platforms help decode how effective each channel truly is at driving conversions, and empower marketers with the data and agility to act on those insights.

However, to truly understand the complete impact of your marketing efforts, it’s advisable to embrace a unified measurement approach. Integrating MTA with Marketing Mix Modeling (MMM) and Causal AI bridges the gap between granular touchpoint data and the big-picture strategy. This comprehensive approach helps in demystifying the customer journey, from the initial impression to the final conversion, and beyond.

Consider booking a demo with Lifesight and evaluate the true impact of your marketing campaigns today.